The National Hockey League (NHL) and BioSteel have unveiled a multi-year association designating the latter as the official hydration partner of the league and the National Hockey League Players’ Association (NHLPA).
This decision was taken after NHL had terminated its sponsorship deal with Gatorade and was in dire need of a sponsor for its upcoming 2022-23 season.
The historic collaboration will make its official appearance at the 2022 NHL Draft in Montreal when BioSteel will serve as the presenting sponsor of all national broadcasts on Rogers Sportsnet in Canada.
The new collaboration would grant the BioSteel company rights to retail activation, public interaction portals, league-wide rinkside advertising and goods distribution, player promotion and activation privileges, and much more. As it strives to provide Clean. Healthy. Hydration. to neighbourhoods, sportsmen, and fans throughout North America, this association with the NHL represents the firm’s first with any league in a long time.
Fans may expect to see NHL athletes using BioSteel to stay hydrated starting with the 2022–23 regular season in North America. Each dugout, penalty spot, and goal netting would feature BioSteel trademarks.
Additionally, BioSteel will serve as a presenting sponsor for a notable NHL social network, which will be revealed later. The Hobey Baker Memorial Award, awarded to the best NCAA men’s ice hockey player in the country, will also have BioSteel as its presenting sponsor as part of the company’s ongoing efforts to nourish the future generation.
NHL veteran Michael Cammalleri, Co-Founder and Co-CEO of BioSteel, said, “Hockey has been an integral part of the BioSteel brand since day one, when we set out to offer a cleaner, healthier hydration product for both myself and athletes everywhere.
“To see this brand become the Official Hydration Partner of the NHL is truly a full circle moment, and we’re so proud to partner with the League and the Players’ Association to support players hydration both on and off the ice and to introduce a new generation of fans to our brand and products.”
NHL Chief Business Officer and Senior Executive Vice President, Keith Wachtel, stated, “We are thrilled to announce our new long-term partnership with BioSteel – an authentic brand that was born in the locker room, built by and for hockey players.
“BioSteel is an extremely motivated and engaged partner who is going to bring our sport to fans through their distribution channels like never before. This landmark deal includes a commitment to execute against extensive retail activations and through all the League’s media platforms, and as such, the NHL, our players and our fans are going to benefit significantly from this partnership.”
When Michael Cammalleri, a veteran NHL player, and John Celenza, a previous NHLPA intern, set forth to provide a “better-for-you” hydrating option for players, BioSteel was developed in an NHL changing room. The brand swiftly gained popularity in professional sports after developing a zero-sugar recipe with necessary nutrients and no synthetic flavourings or additives. It is frequently seen in athletes’ lockers across North America, including those in the NHL.